Regardless of the industry you are in, you are probably using some type of social media channel to improve on your business. And brands are still trying to figure it out.

In some ways, smaller brands have it a little easier because they are more nimble in their decision making, can truly embrace a test and learn scenario and often are forced to be innovative with their budgets  - if they even have a budget.

Foodtrainers nutrition counselors has a new social media initiative “Tweet It Don’t Eat It - TIDEI” (full disclosure, I’ve been their client for 4 years) that is a great example of how a smaller, locally-focused brand can use social media channels to extend their reach beyond their direct community.

TIDEI is a pretty simple concept - it uses the power of community to help people make the right food choices when temptation may be leading one in the wrong direction.  So if you are contemplating choosing an ice-cream sundae vs a bowl of fresh fruit for dessert, you simply tweet “@foodtrainers sundae calling my name. help! #TIDEI”  and help will come in a response from Foodtrainers, and often, many of their followers, keeping you accountable for your choices and providing encouragement to keep you on track with healthy eating in a relaxed and open environment. A much better option than a public weigh-in - and more proactive - you deal with it before the damage is done.

Looking at the “before/after” metrics will be interesting - in addition to providing a lifeline to their direct community, Foodtrainers has created a channel that will help extend their brand and thought leadership via the larger Twitter community, increase Twitter followers and drive traffic to their site.  Not only do they stand to gain an increase in their client base, they are also creating some great PR - all with little investment and some help from their fanbase.

An great approach that brands both big and small should take note of.